WHY BOTHER SETTING GOALS
Have you ever felt like you were drifting through life like a ship without a sail?
Many times that is because you have no path for your dreams. When set up right goals give us that that direction and focus. Three key reasons for setting goals are:
1. Target to work toward
2. Way to measure success
3. Tighten focus
WHY ARE YOU USING SOCIAL MEDIA
Pleaseeee don’t answer with any of these statements:
“They told me I need too”
“Everyone else is using it”
“I don’t want to get left behind”
Those statements are not a REASON to use social media. You should use it to accomplish a specific goal. So what do you want to make happen with social media?
A side note to keep in mind: Your reason for being on social media will drive your strategy but it is not your whole focus. In social media (inbound marketing) it not always about you. It is about what you can do for your client or customer.
HOW TO SET GOALS
Where are you on your social media journey?
For those beginning their journey I suggest no more than one goal for each platform.
If you already started your journey you may want more than one goal for each platform. Be careful not to set too many so you don’t loose focus.
There are many goal setting methods. Kevin Lee from Buffer shared 7 popular Goal-Setting Tips and Strategies Any of these methods are fine for creating goals. What feels natural to you? Do the steps make sense to you?
Method I use
One of the most popular for social media goals is the S.M.A.R.T. goal method. It is easy to understand and gives clear, specific goals. These are the questions I ask myself:
- Specific: What do you want to accomplish?
- Measurable: How are you going to measure? How much needs to change?
- Attainable: Do you have the time and resources?
- Relevant: How will it help your business?
- Time sensitive: What is the start and end date?
Let’s walk through the steps.
What do you want to accomplish?
Every business is on social media for different reasons. It depends on your type of business and where you are in your journey. Some of the common social media goals are:
- Brand Recognition
- Build a Community
- Sell More ______
- Build an Email List
- Generate Leads
- Improve Customer Service
How are are going to measure? How much needs to change?
I have made a list of the most used measurements with in platforms for types of accomplishments but this is by no means the only measurements you can use. Remember platforms may use different words for the same type of measurement and you can use Google Analytics for many goals.
- Brand Recognition – reach, impressions, profile views, follows, retweets
- Build a Community – engagement, direct messages, replies
- Sell More ______ – link clicks, direct messages
- Build an Email List – link clicks
- Generate Leads – link click – link clicks, direct messages, engagement
- Improve Customer Service – customer complaints resolved
Do you have the time and resources?
You must be able to commit to time to the tasks it will take to get to your goal. It might require a daily time for responding to your followers comments or time to produce the content your target audience (those you want to attract) finds valuable. Make sure you define it well.
The same goes for resources. Maybe you need to upgrade your email service or purchase an app to keep up with committing on your posts.
How will it help my business?
If you can’t answer this question then it is probably not worth doing. Your goals for social media should have a support your business. You want to get a ROI (return on investment) on time and resources you put into your business.
A couple of examples:
Brand recognition will increase my presence in the market place or will make more consumers think of product or business next time they purchase.
Generating leads will increase the number of sales opportunities or provide warm leads that are more familiar with our product or company.
What is the start and end date?
You need a finish line as well as a target. I suggest 3 to 6 months for most social media goals.
WRITE IT DOWN
Yes, write it down!
I review my goals often to make sure my focus and tasks are supporting what I want to achieve. It also gives me time to review and make changes as needed. Goals are not set in stone. They should be revised if needed.
MAKE A LIST OF TASKS
How will you get there if you don’t make a plan?
Make the list and put it on a calendar to make sure it gets done.
ONE OF MY GOALS (EXAMPLE)
So here it is:
- S – Build a Community on Instagram
- M – Increase Engagement by 25%. Progress check every month using Instagram analytics.
- A – I will commit to a daily time of response and producing content. I have all the tools I need.
- R – An engaged community will help build brand awareness and keep top of mind.
- T – Begins Jan. & Ends April 30 in year _______. (4 months)
To do list:
- Respond daily at a set time
- Post real time stories daily
- Brainstorm content & produce newsfeed content weekly
- Commit on followers posts at a set once a week
- make your goals S.M.A.R.T
- write them down
- review often
How do you set your goals?